We’ve all heard the saying: “Content is king.” And while it might be an overused quote, it does acknowledge an undeniable truth.
Quality content can play a huge role in attracting the right people to your business, nurturing their interest and, ultimately, turning them into customers. This is likely one reason you work so hard to produce and publish content for your business. But an important question lingers.
Is your content as good as it possibly can be? The answer is “no” if you’re not making use of personalization. Thankfully, that’s an easy fix. You’re about to learn simple steps for personalizing your content in HubSpot. But first, let’s talk about why you’d want to personalize in the first place.
Personalization has many benefits. We’ll discuss 4 of the most important.
The easier it is for people to convert, the higher the chances that they’ll do so. This is true for both small goals like subscribing to your email list and large ones like making a purchase.
What part can personalization play in reducing friction along the path to conversion? Imagine that you already have some important information about a prospect. Rather than requiring them to submit that info all over again to take a next step, you can auto-fill the info you have and require only the details that you still need.
It may seem like a small gesture, but it’s one that many will appreciate, especially if it saves them time.
Generic messaging can get your points across. However, those points make more of an impact when they’re addressed to a single individual and highly relevant to their interests, behaviors, and preferences.
For example, if you receive a cookie-cutter mass email and a customized email written just for you, which one are you more likely to respond to? The latter, of course. The point? More relevance equals a greater chance of conversion.
Not everyone is at the same stage in your marketing and sales funnels at the same time. Therefore, to be most effective, your content should center on what leads need to hear at each stage in order to move on to the next.
A recurring theme in marketing is the need to get people to stick around longer. The more you get people to engage over the course of time, the stronger their connection to your business. And that can mean new and repeat sales, positive word-of-mouth, and a bunch of other benefits!
One of the ways to keep your audience interested and engaged over time is, of course, personalization. Use it to display different offers and content to your site visitors based on their interests, behaviors, and their stage in your sales cycle. This will prevent them from getting bored with your content and keep them moving steadily through your funnel.
Now that you know what you have to gain, you also need to know how to personalize your content in HubSpot.
The token will then be highlighted in the rich text module with the name of the selected property. Once you add all the tokens that you think are appropriate, you can preview and publish your content as usual. It’s that simple!
True, it may take a little extra time and thought to personalize your content effectively. But is it worth it? You bet! As we mentioned, you can nurture leads more effectively, have more productive sales calls, and encourage more conversions, all of which directly benefit your business. No doubt, you’d love to enjoy those advantages so start personalizing your content right away!